One Size Does NOT Fit All – It’s Time to Get Personal with Your Audience

Technology and programs we use are beginning to understand who we are as individuals. Your Netflix, Spotify, and Amazon accounts all serve up personalized suggestions based on how you’ve interacted with other products.

Pretty cool, don’t you think? If you watched the entire run of “Stranger Things” in less than a week, Netflix will suggest other horror fiction films like, “Carrie” or the 1980s hit, “The Goonies.”

With this fundamental shift in the way we engage with movies, music, and products, why should our communication with organizations be any different?

Well, I’ll tell you, they shouldn’t.

In fact, Rapt Media states that 63% of people are annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic messages repeatedly. Infosys reports that 74% of customers feel frustrated when website content is not personalized.

Personalizing your content delivery allows you to speak directly to each individual audience member, providing them with the exact information they want.

Reasons to get personal

Save your audience time

Don’t make your audience search for content, movies, and products you already know they want – give it to them right off the bat.

Let your audience know their preferences matter

Allowing your audience to be in control makes them feel like you are listening to them. People are 50% more likely to engage with any type of digital content when it is being sent to them on the schedule that they have chosen.

Does Terry want it after he gets the kids to bed or does Jennifer want it before her morning run? Why not let them choose?

Devise content strategies that are data-driven

By utilizing personalization, you will be able to draw a clear picture of your audience. No longer will your prospects or members be an obscure list of names and email addresses.

Now you’ll know that audience member Bob is into technology and innovation and that Susan prefers “Game of Thrones” to “Westworld.”

This data-driven approach will tell you that across all of your audience members, these topics, areas or products are most popular.

Final word

Being able to personalize your experience with your audience has become one of the top marketing trends for 2017 – and it’s undeniably clear that audiences are more attracted to brands that provide valuable, helpful and meaningful content, specific to their individual needs and interests.

rachel@cerkl.com

Director of Product, Cerkl

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